Beyonce is the star of H&M’s new summer campaign.
Whispers began circulating back in January that the “Love On Top” singer would model for H&M after being spotted posing in a tropical shoot in the Bahamas. The rumors proved true today as Bey’ was officially announced as the star of the Swedish retailer's new summer campaign.
"I've always liked H&M's focus on fun and affordable fashion,” Beyonce explains in a press release. “I really loved the concept we collaborated on to explore the different emotions of women represented by the four elements -- fire, water, earth and wind.”
The breezy campaign’s filled with bikinis, beach-ready items, and plenty of Beyonce. Shot by photography twosome Inez van Lamsweerde and Vinoodh Matadin in Nassau, the Bahamas' capital city, the print adverts feature a sun-kissed Beyonce reclining on a beach in summery items.
Along with modeling, the singer also collaborated on the design of the clothes, as revealed by the head of design at H&M, Ann-Sofie Johansson. "What makes these pieces even more special is that Beyoncé herself had input in the the design,” says Johansson. “And they are full of her own personal style.
The summer fun continued in the cheeky television commercial, directed by Jonas Åkerlund. “It was a beautiful shoot on a tropical island," says Beyoncé. "It felt more like making a video than a commercial."
The ads will position the singer as "Beyonce as Mrs. Carter in H&M", referring to The Mrs. Carter Show world tour, kicking off in April. What could be better than hot summer fashion and new Beyonce beats?
- The Hook